Business Administration Faculty Publications

Title

Best Practices in Global Testing and Multi-Cultural Consumer Research

Document Type

Book Chapter

Publication Date

5-2012

Keywords

Consumer research, multiculturalism

Comments

In Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research, First Edition, edited by Jacqueline H. Beckley, Dulce Paredes, and Kannapon Lopetcharat. John Wiley & Sons, 2012.

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